Updated 23 November 2017
Spend Less Time Publishing Content!
Consulting clients and those who have had an opportunity to hear me speak know I am far less concerned about consistency in posting new content to pages and profiles than I am with being consistently engaged.
Publishing new content is vital. Done right it will help develop and nurture relationships, it establishes authority, and drives action. The flaw in our thinking is that our published content is the most important aspect of social media marketing.
News flash. It’s SOCIAL media, not broadcast media. Approaching social sites like you would traditional channels will not work. The algorithms reward social behavior. ‘Reach’ is down. Published content does not create visibility (and the type which does, usually does little to establish authority or drive action – with some exceptions like this article on body image).
Unless you want to ‘pay to play’ (a bad idea as a core strategy as the split second you choose to stop paying the game is over), you need to create visibility in a different way. I suggest you spend more time being social.